Analysis of the Discourse Text of Tropicana Slim Sweetener Product Advertisement Based on Guy Cook's Theory
DOI:
https://doi.org/10.21512/lc.v19i2.13036Keywords:
discourse analysis, advertising discourse, Tropicana Slim, persuasion, textual analysisAbstract
This research aims to describe and map the use of textual elements in the advertising discourse of Tropicana Slim sweetener products. The approach used in this research is Guy Cook's advertising discourse analysis, which focuses on the form of the text. The data in this study are in the form of words, phrases, sentences, speech, jingles, and soundtracks in advertising discourse contained in Tropicana Slim Sweetener advertisements. The data sources used in this study are 5 Tropicana Slim Sweetener advertising videos in 2020, 2021, 2022, 2023, and 2024, accessed through the official Tropicana Slim YouTube channel. This research is qualitative. Data were collected using the observation method, followed by note-taking and documentation. Data analysis was conducted using the agih and padan methods (methods of linguistic analysis that involve distribution and matching approaches). In addition, Guy Cook's theory of advertising discourse analysis was used to analyze the data. These findings indicate that Tropicana Slim's advertisements from 2020 to 2024 employ various linguistic forms deliberately chosen to reinforce their persuasive message. This overall strategy demonstrates that Tropicana Slim consistently combines carefully planned linguistic elements to shape the product's image as a healthy choice while strengthening the ad's appeal to consumers.
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